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    政大機構典藏 > 傳播學院 > 廣告學系 > 會議論文 >  Item 140.119/78163
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/78163

    Title: Cultural Differences in Ad Persuasion
    Authors: Chang, Chingching
    Contributors: 廣告系
    Date: 2010
    Issue Date: 2015-09-02 15:33:41 (UTC+8)
    Abstract: Early research paradigms in cross-cultural advertising literature pertain to how underlying cultural values may be reflected in advertising content and demonstrate that advertising content (e.g., creative strategies, information content, appeals) varies across cultures (Albers-Miller & Gelb, 1996; Cho et al., 1999; Zandpour et al., 1994; Zandpour & Harich, 1996). However, an emerging research paradigm, exemplified in Chang's (2006, 2009a, 2009b, in press) research, suggests that not only do cultural values affect content or appeals in advertising, but they also account for systematic variation in advertising effects across cultures. The core assumption behind this new paradigm states that cultural value orientation and socialization determines the construction of a person's self-construal (Markus & Kitayama, 1991) and cognitive orientation (Nisbett, Peng, Choi & Norenzayan, 2001), which in turn influence people's responses to advertising information. Such culturally shaped cognition has four possible consequences for ad persuasion: First, cultures instill masculine and feminine values and affect how people in Taiwan and the United States respond differently to utilitarian and image appeals (Chang, 2006). Second, culturally shaped independent and interdependent concepts orient people differently toward assortment appeals (Chang, in press) and childlike ad portrayals (Chang & Li, in press). Third, culturally shaped self-regulatory foci determine consumers' responses to approach and avoidance ad appeals. Fourth, culturally shaped independent and interdependent self-concepts determine holistic versus analytical orientations and further affect how people in two cultures construct ad narratives (Chang, 2009). ..PAT.-Unpublished Manuscript
    Relation: Conference Papers -- International Communication Association, 2010, 1
    Data Type: conference
    Appears in Collections:[廣告學系] 會議論文

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